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Lorillard to Rebrand SKYCIG as blu eCigs

A $33-million marketing campaign will accompany the move.

March 27, 2014, 12:25 pm

GREENSBORO, N.C. -- Six months after adding SKYCIG to its product lineup, Lorillard Inc. is preparing to rebrand the British-based electronic cigarette to blu eCigs.

In becoming blu eCigs, SKYCIG said it is bringing America's largest and most successful e-cigarette brand to U.K. consumers. The move will become official May 1, according to the United Kingdom's Retail Times.

As part of the rebrand, SKYCIG will also be transforming its brand positioning to have a strong focus on lifestyle, a move that will be backed by an approximately $33-million marketing campaign.

"We are extremely excited and proud to be bringing the largest e-cigarette brand in the world to the [United Kingdom] -- it is a fantastic product, with a bold look that offers an alternative and positive lifestyle choice for adult smokers," said Jacob Fuller, CEO and founder of SKYCIG. "As the brand blu, we will stand for pride, bringing e-cigarette users back into the social fold in a society where smokers have been marginalized for a long time. The U.K. product range will be supported with a bespoke advertising and marketing campaign that will stand out in the category."

According to the report, the blu eCigs U.K. product line will feature the same technology exhibited in the SKYCIG range, including a number of upgrades. The product line will include rechargeable kits, superior-quality cartridge refills, disposable e-cigarettes and charging accessories. The same SKYCIG flavors will also be available under the blu brand: Classic Tobacco, Tobacco Gold, Rich Tobacco, Menthol, Vanilla, Cherry, Cinnamon and NRG.

In the fall, Greensboro-based Lorillard acquired all the assets and operations of SKYCIG for approximately $49 million in cash paid at closing, as well as contingent consideration of up to an additional $49 million to be paid in 2016 based on the achievement of certain financial performance benchmarks, as CSNews Online previously reported.

Lorillard was the first of the three Big Tobacco companies in the United States to enter the electronic cigarette arena with its April 2012 acquisition of blu eCigs.